In the 1999 movie Office Space, Bob Slydell (accompanied by another consultant, Bob Porter) questions Tom Smykowski regarding his role at Initech: “What, would you say, you DO here?” Tom, of course, manages to butcher his response – “Well look, I already told you! I deal with the goddamn customers so the engineers don't have to! I have people skills! I am good at dealing with people! Can't you understand that? What the hell is wrong with you people?” Unfortunately, most entrepreneurs asked to explain their day jobs fail in similarly spectacular fashion… Why must entrepreneurs insist on describing things like “premium-branded, citrus-focused, sweetener-enhanced, beta-tested, mobile beverage platforms designed to facilitate various regional thirst-quenching initiatives across temperature-elevated geographic regions (to further characterize, imagine a targeted, high-growth Arnold Palmer distribution network without the executional risk or environmental impact of brewed tea)”? It’s not that complicated. Just say: “Quench runs lemonade stands that sell 42,000 cups per day.”